PQ0543 - Fast-Track Cities Plus (FTC+) Know Your Status Marketing Campaign - AWARD

Description

Birmingham City Council's Public Health Division is looking for a supplier to develop and deliver the Fast-Track Cities Plus (FTC+) Know Your Status marketing campaign. This is an exciting opportunity to deliver a highly targeted awareness-raising campaign to key audiences across a growing and fast-moving city. The contract will run from 2 October 2024, with the campaign itself being broken into two distinct elements, to run on the dates outlined below. The FTC+ initiative aims to eliminate new cases of HIV, Hepatitis B, Hepatitis C and Tuberculosis (TB) in Birmingham by 2030. As part of this, the 'Know Your Status' campaign is being to empower at-risk communities to take control of their health by getting tested for Hepatitis B, Hepatitis C and TB. This campaign will focus on the Hepatitis and TB elements across two key target audiences. The West Midlands, particularly Birmingham, has a higher prevalence of Hepatitis B, Hepatitis C and TB compared to other regions across the country. The groups identified as being most at risk of these conditions and therefore targeted as part of this campaign are: o Hepatitis B and C - Males aged 35 to 49 years old who are of an Asian or Asian British ethnic background. o TB - Non-UK-born Pakistani ethnic groups who are male, aged between 25 to 34 years old. These at-risk communities are not coming forward for testing, and are more likely to be unknowingly living with the condition, so there is a need for a targeted campaign aimed at these specific demographics to encourage them to come forward for testing first. The supplier will be required to investigate, identify and recommend niche online and offline channels aimed at these specific community groups, which could include, but are not limited to, local and community radio stations, online advertising, billboards, social media, hyper-local blog sites and WhatsApp groups. It should be noted that there are two specific audiences being targeted and while there may be some crossover in terms of the channels utilised, the calls to action and the messaging/language required to reach them are distinctly different. To avoid confusion and crossover of messaging, it is proposed that two separate campaigns be developed within the scope of this work, one for Hepatitis B/C, which will run from 28th October to 18th December 2024, and another for TB, which will run from 3rd February to 24th March 2025. The supplier will investigate any existing campaigns, both national and international, or relevant content that could be utilised for the purpose of this campaign. The campaign has a budget of ?30,000, with a suggested budget breakdown outlined in the full tender documentation, including a suggested split between the Hepatitis and TB elements. The Council will be using its free to use e-tendering system (in-tend) for the administration of this procurement process and potential suppliers must register with the...